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Case
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Reference no. UVA-M-0503
Subject category: Marketing
Published by: Darden Business Publishing
Originally published in: 1996
Version: Rev 04.00

Abstract

McDonald''s has recently launched the Arch Deluxe, a quarter-pound hamburger targeted at adults. Students must evaluate the product, the launch program, and the underlying marketing strategy in light of the company''s skills, resources, and brand position.
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Abstract

McDonald''s has recently launched the Arch Deluxe, a quarter-pound hamburger targeted at adults. Students must evaluate the product, the launch program, and the underlying marketing strategy in light of the company''s skills, resources, and brand position.

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Industry:

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